By Ryan Slattery
Prepare your taste buds Los Angeles. South Korea’s first burger franchise restaurant is coming and it’s bringing its mouth-wateringly famous bulgogi and shrimp burgers.
Ready to challenge In-N-Out and every other American fast food burger joint, Lotteria is about to add a bit more flavor to your typical grab-and-go burger. Established in 1979 and the country’s leading franchise, Lotteria operates more than 1,600 Lotte locations. And while the company’s success has led to expansion—the 300 international stores have been limited to Vietnam, Myanmar, Cambodia, Laos, and Mongolia.
“We haven’t expanded outside of Asia before,” says Lotteria USA CEO Jungwook Lee of the company’s first venture in America. “The stores have gained great popularity by developing menus tailored to local eating habits and cultures. We dream of becoming the best global restaurant that captivates people’s appetite worldwide. I want to bring the taste of K-burger not only to Korean Americans who miss Lotteria, but also to everyone living in the U.S.”
Given Lotteria’s name, popularity and success, it’s an ideal first step for a company looking to make inroads in the U.S. Los Angeles area offers an audience mostly familiar with the brand and it’s a city where social media buzz can help build it. Lee says there are plans to expand elsewhere in America after establishing the brand.
“Other American franchises sell the kind of burgers you might expect. But not Lotteria. We offer burgers you’ve never imagined,” Lee says.
Lotteria participated in the National Restaurant Association Show where it showcased its bulgogi and bibim rice burgers to rousing reviews.
“There were impressed with the burgers. They hadn’t tasted them before” Lee recalls.
“When we first opened Lotteria in Korea, we sold American-style hamburgers. But we took it a step further and gradually introduced burger menus reinterpreted to suit Korean tastes. As a result, our signature menu item, the Bulgogi Burger, which has been loved to this day, was born. We also offer a variety of other products such as the Shrimp Burger and Rice Burger.
In 2024, Lotteria continues to expand its burger offerings in Korea introducing items like the Squid Burger.”
For burger fans who haven’t traveled to Asia and likely aren’t familiar with these specialty burgers, we’ll let Lee explain a few to get everyone acquainted prior to the chain’s arrival.
Bibim rice Burger
“The Bibim rice Burger is inspired by a popular Korean dish called ‘bibimbap.’ which translates to mixed rice. Bibimbap is a bowl of warm rice topped with various seasoned vegetables, a fried egg, and sliced meat, all mixed together with a spicy gochujang (Korean chili paste) sauce. The Bibim rice Burger takes these elements and transforms them into a burger format. This burger offers a combination of textures and tastes, bringing the essence of bibimbap into a convenient and delicious burger form.”
Bulgogi Burger
“The Bulgogi Burger is inspired by a traditional Korean dish ‘bulgogi,’ which means fire meat. It features marinated beef that is grilled to perfection. The marinade includes soy sauce, sugar, sesame oil, garlic, and other seasonings, giving the meat a sweet and savory flavor. This delicious beef is then placed in a burger bun, accompanied by fresh vegetables and special sauces, creating a unique fusion of Korean and American flavors.”
Shrimp Burger
“The Shrimp Burger from Lotteria is a unique and delicious fast-food option that features a crispy, breaded shrimp patty. It’s topped with fresh lettuce, a tangy tartar sauce, and served on a soft, toasted bun. This burger offers a delightful seafood twist on the traditional burger, providing a flavorful and satisfying meal that’s different from the usual beef or chicken options. It’s a popular choice in many Asian countries and is loved for its crunchy texture and savory taste.”
